WHAT

Hector Mujica was running for Florida's U.S. Senate seat in 2026. He had no political experience. What he had was a real story: first-generation American, son of Venezuelan immigrants, former head of Google's philanthropic fund where he deployed over $1 billion. The challenge wasn't making him compelling. It was making sure we preserved his essence.

HOW

I started with the human. Before any messaging, any strategy, any website, I ran values-based research, interviewing family, friends, and former colleagues. I listened for what made Hector, Hector: optimism, his ability to move between worlds without losing the common touch, his belief that Floridians don't need a savior, they need someone who gets shit done.

From that research, I built the brand foundation: insights, values, a brand personality, narrative frameworks, and a strategic point of view.

IMPACT

The campaign was reimagined. We made new hires. Led with story. And anchored in vision. This work anchored everything that followed: a new core message, a stump speech, and a website rebuilt around who he actually was.

From Hector: “You’ve helped shape this campaign in ways most people will never fully see, grounding it in values, helping find the voice, and pushing me to be clearer and more honest about why I’m doing this in the first place.”